From Bean to Bite
from bean to bite

All our MAGNUM cocoa beans have a long way to go, before they become Magnum chocolate. We are working with the Rainforest Alliance to make sure our beans aren’t just the right quality — they’re also sustainably sourced, every step of the journey.


Cocoa pods turn from green to red, from red to purple, from purple to yellow.

Working with the Rainforest Alliance ensures that farmers are trained to know which cocoa pods are ready to be picked just by looking at them. Harvest too early and the pods won’t be ripe yet. Harvest too late and they’ll dry up.

The skilled farmers free the ripe pods from the tree with one clean machete cut. This won’t damage the plant, so the pods can keep flourishing year after year.


in weight

one pod contains


cocoa beans


Rainforest Alliance Certified™ farmers are taught that the best way to get the most from their cocoa beans and to develop their true chocolate flavour is to leave them to ferment.

The longer they leave the beans, the better the flavour. In some farms, they only leave their beans for a couple of days. But Rainforest Alliance Certified™ farmers let them rest for a week or so, mixing them with their hands now and again so they all ferment at the same speed.

And when they collect them up, that cocoa bitterness has been replaced by the first hints of the taste, smell and colour of chocolate as we know it.


dried beans

In West Africa

beans ferment for

5-7 days


Next, farmers dry the beans which also intensifies their chocolate flavour.

The farmers know the best place to dry their fermented beans is out under the scorching sun. They rake through them regularly to make sure they all dry evenly – some farmers even dance across the beans to spread them out.

Slowly, slowly, water evaporates from the beans until they’re properly dry and perfectly ready.

The beans go from 4.5% to 7.5%moisture

a bag of cocoa weighs 64 kg

Selecting & roasting

First, we have to select only those beans that are up to our standards. Farmers are trained  to pick the best beans. Then they pack them up and send them to us. Ready for the next stage of the journey: roasting.

The beans are fragile, so we roast them gently. We start at 100C and gradually turn up the heat.

Finally, we strip the beans from their shells. It’s time to make chocolate.

We start at 100C

when we roast

cocoa beans

We never roast

them for less

than 20 mins

Making Magnum ice cream
Making Magnum ice cream

The beans are finally ready. We crush and grind them into a cocoa paste, which we turn into a liquid chocolate then we mix in other essential ingredients such as cocoa butter, before we stir until it reaches the perfect taste and thickness.

Finally, as the warm, rich chocolate wraps over our velvety vanilla ice cream, it instantly cools down to leave our signature solid, thick Magnum chocolate – ready and waiting to be cracked.

Making Magnum ice cream

By the end of 2015, 98% of Magnum cocoa beans will be sustainably sourced from Rainforest Alliance Certified™ farms. We’re working hard with Venezuela and Israel to make it 100% very soon. You can crack into your ice cream knowing that each bite is made of our high-quality cocoa, farmed sustainably.

The beans help raise the farmers’ incomes, more women have the freedom to live the way they want and more children have access to education:

‘I’ve realised the value of education and the need to send my children to school. Their attention should be on books, not on the farm with me.’

Alhaji Mustapha Amenya, a Rainforest Alliance Certified™ farmer.

So we’re sparking change for the better across West Africa, from Ghana to Ivory Coast to Cameroon. And we’re improving the lives of over 40,000 farmers and their families.

we'll buy 40,000 tons of cocoa beans from

Certified farms

We help 40,000 farmers

across the countries

we work with